ogilvy - mather....by suman jha

8/8/2019 Ogilvy - Mather....By Suman Jha..

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The Indian advertising industry is talking business today. It has evolved from being a small-scale

business to a full-fledged industry. It has emerged as one of the major industries and tertiary sectors

and has broadened its horizons be it the creative aspect, the capital employedor the number of personnel

involved.

Indian advertising industry in very little time has carved a niche for itself and placed itself on the

global map.

Indian advertising industry with an estimated value of Rs13, 200-crore has made jaws drop and set eyeballs

gazing with some astonishing pieces of work that it has given in the recent past.

The Indian advertising today handles both national and international projects. This is primarily because

of the reason that the industry offers a host of functions to its clients that include everything from start to

finish that include client servicing, media planning, media buying, creative conceptualization, pre and postcampaign analysis, market research, marketing, branding, and public relation services.



Top Advertising Companies Of India:



• Founded in 1928

• Are the first advertising agency in India.

• Firms account for 55% market share alone in Indian Ad Industry.

• Employee strength of 1600 in 2009.

• Annual sales of 7000 crore in 2009.

• Client base of over 400 domestic and MNCs.



“What's unique about Ogilvy India is that we are

cheered not just by award juries, but also by

thousands of non-advertising, common people of

India.”



There is no doubt that the marketing communication environment has changed/is changing and here at

Ogilvy we believe the old 4Ps of marketing, that many of us were brought up on, are beginning to lose

their relevance in the new world of digital. As a consequence, at Ogilvy, we have developed the 4Es

and we would argue strongly that they are much more relevant to marketing communication given

today’s environment. We suggest that the marketers who embrace and practice the 4Es will survive and

thrive in the future.



" Branding the last mile" strategy

OM plans to invest in manpower , infrastructure, and technology toadd muscle to the new dimension. The objective behind this: is tomake the brand come alive in various retail outlets before consumersmake their final decision. This concept or strategy is called “ brandingthe last mile”



Brand equity:

1. O&M emerged as premier ad agency in “ The brand equity ad agency Reckoner” for the 7th

consecutive years. This Reckoner is an initiative of Economic times. India’s leading financialdaily in 2003.

2. Annual ranking No.1 on “ The nations most admired ad agencies”,, ranked by various adagencies, influential people, creative directors.

3. Ranked India’s number one agency by Brand Equity survey on leadership,

, , ,hottest creative directors.

4. Evaluation criteriaAbility to Provide 360 Solutions

CreativeClient Servicing

Account PlanningPartnering with ClientsEmployee SatisfactionInnovation & Thought LeadershipBusiness Development



O&M is ranked No.1 in A.C.Nielsen ORG-MARG agency ranking

•O&M

•LOWe

•JWT•McCann Erickson

1.O&M is ranked No.1 in A.C.Nielsen ORG-MARG agency ranking

•Mudra communication

•Grey worldwide

•Leo brunett

•Bates India

•Saatchi & Saatch

•FCB – Ulka

Ad strategy of O&M

• O&M India is going global this year• John Goodman after taking charge of OM India and south asia, is drawing a aggressive strategy• For starters OM is planning to export its creative talent to other countries, after designing

creatives for confectionary major Perfetti in Italy• OM 1200 cr.ad co. plans to strengthen its relationship with business partners in Bangladesh &Srilanka. Also wants to expand by providing creative and strategic services in south asian zone.

• As a part of their future plans: The agency is planning to expand the services f its recentlylaunched division called “Signscape” which is essentially a retail communication specialist



• OM plans to invest in manpower , infrastructure,and technology to add muscle to the newdimension. The objective behind this: is to make the brand come alive in various retail outletsbefore consumers make their final decision.This concept or strategy is called “ branding the last mile”

• In India its agenda is to make its 360 degree branding strategy really work for its clients.• Essence: in essence they want to offer a neutral approach to solutions for their clients.• OM launches Islamic branding: Ogilvy noor- 1st ever multidisciplinary global Islamic branding

practice, that aims to help brnds better engage with muslim consumers worldwide.Source: The Hindu

Popularity of Fevicol was due to creative marketing strategy including successful ad campaigns..

They are different and their strength:

• OM provides inspiration because of the quality of creative work• OM known for its tremendous creative output. This creative output force arises out of a solid

foundation that comprises through knowledge of consuers and sharp insights into their lives.



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O&M Brand Forum : Brands are made in the heart, says Piyush Pandey

q O&M concluded the Brand Forum, reminding everyone that finally, the brand

communication should speak to the heart.

Ø By speaking to the heart is a surefire way that a communication can break

the barriers of language, creed, and sex.

Ø Surely in matters of the heart, logic has no place. Mr. Pandey gives the example

of Amul Chocolate to illustrate his oint. “The ad on Amul said that ou werenever too young, never too old, but just right for Amul Chocolates.

Ø when we thought of promoting Cadbury, we decided to talk to the child in all of us.



Ø Mr. Pandey points out that emotional bonding with the brand is not a

category-specific phenomenon. Even in low involvement categories such as

paints and adhesives, emotions play a very important role.

Ø Humour is also an emotion, you can cry for a while, scream for a while,

but you can smile all the time.”

Ex: Humorous ads created by O&M, reportedly increased the sales of

Favicol by 35%

ogilvy - mather....by suman jha

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